ZAMBIA 'END OF TERM' REPORT HIGHLIGHTS UK SUCCESSES, AHEAD OF YEAR 3 LAUNCH

Kamageo has published a detailed report reflecting the work completed during 2018/19 on behalf of ZMG (Zambia Marketing Group, a joint private and public sector initiative launched in 2017) to market Zambia as a tourism destination from the UK. Highlights include :

  • Desireability ratings - Spontaneous : up from 2% in 2017, to 17% in 2019.

  • Desireability ratings - Prompted : up from 17% in 2017, to 21% in 2019.

  • Editorial coverage - up by 13% to £2,884,000.

  • ITV's Good Morning Britain broadcast live from Victoria Falls.

  • Presence at leading consumer shows -Destinations, Adventure Travel Show, Wildlife & Safari Show and Holiday World

  • Successful Safari Roadshow with 37 appointments across 4 UK venues.

  • Print ad campaign in Travel Africa, National Geographic Traveller and the Guardian Travel Guide

  • More than 30 pages of editorial in Safari magazine.

  • Sponsorship of Bradt Guides' Big Cat Festival.

  • Positive Tour operator feedback with 70% stating their sales for Zambia are up on 2018.

A year 3 marketing plan has been published, detailing all planned activity for the upcoming 12 months. It is hoped that the few leading tourism players in Zambia that are currently not in the ZMG might take up membership on the back of the success achieved to date.

As Kamageo's Country Manager for Zambia, Rich Whiston is responsible for the campaign. "We've delivered on all our Year 2 promises and for Year 3 we've developed a plan that will go even further to raise the profile of Zambia as the ideal safari destination."